• 11-Jan-2023 to 10-Apr-2023 (CST)
  • Marketing
  • St. Louis, MO, USA
  • Full Time

The Senior Manager of CRM & Loyalty will oversee, develop, and optimize CRM Lifecycle Programs and Campaigns to drive sales and incremental engagement. They will be responsible for leveraging Build-A-Bear's large CRM database to segment and deliver personalized communications. This candidate will work collaboratively to launch personalized experiences for Build-A-Bear's Guests. The ideal candidate is passionate about retention marketing, optimizing the Guest journey, and enjoys problem-solving their way into ROI positive campaigns.


  • Develop and lead CRM and Loyalty marketing campaigns through an ongoing CRM Marketing Cycle: Step 1) planning & hypothesis setting, Step 2) strategy and goal setting, Step 3) Accurate and on time campaign execution, and Step 4) measure outcomes.
  • Develop and maintain a phased, hypothesis-based learning agenda.
  • Develop, analyze and optimize Guest and campaign segments.
  • Forecast Guest and campaign response rates.
  • Effectively project manage a variety of internal and external partners to define requirements, set creative strategy, and launch CRM & Loyalty campaigns accurately and on time.
  • Use data and presentation to help the organization understand and act on product, experience, content, creative, and promotional opportunities.
  • Conduct regular and frequent analysis in a range of reporting tools; including, Excel Dashboards, Datorama, Salesforce Marketing Cloud, Salesforce Loyalty Module, Microsoft PowerBI, Google Analytics and other tools (as directed).
  • Direct and work independently in marketing technologies, including Salesforce Marketing Cloud (SFMC), Salesforce Marketing Personalization (Interaction Studio), Salesforce Loyalty Module and Salesforce Service Cloud.
  • Stay current and act on CRM, Personalization and Loyalty marketing best practices and emerging trends.
  • Develop and maintain a consistent reputation as a self-starter, technical expert, collaborative and effective partner.
  • Other duties as assigned by management.


  • Bachelor's degree and a Masters Degree a plus
  • Minimum of 5-7 years with managerial skills, with capabilities to motivate and delegate work to direct reports
  • 5-7 years working on CRM, Loyalty, and/or Lifecycle Marketing, with proven experience planning, analyzing and optimizing one-to-one marketing campaigns
  • 3+ years successfully leading cross functional teams to launch and optimize one-to-one marketing campaigns (agency or internal)
  • 3+ years of experience conducting AB tests, segment testing, and response analytics
  • Experience with digital personalization, building one-to-one email marketing campaigns and lead generation campaigns in highly preferred
  • Experience with retail loyalty marketing highly preferred
  • Entrepreneurial and curious business mind
  • Excel enthusiast and power user with proven experience building forecasts, analyzing campaign performance, and budgeting in spreadsheets
  • Experience tracking audience behavior using website analytics
  • Managerial skills with capabilities to delegate and motivate
  • Strong strategic, planning and organization skills and analytical reasoning abilities
  • Customer focused
  • Strong written and verbal communication skills

Apply online at (Choose Corporate Office Opportunities)

Build-A-Bear Workshop® offers an exciting, fun and fast-paced work environment. One of our core values is "Embrace" - we value the diversity, individuality and background of our associates, Guests, and business partners and we cultivate an environment of inclusion.

Come see the difference in our company culture!

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